February 19, 2024

Generation AI: Navigating a future of generative AI with Adobe

JuiceIT 2024 Guest Blog – In an era of rapid technological advancement, generative artificial intelligence (AI) is reshaping the way teams work and deliver experiences. It not only enhances team efficiencies, but also elevates creative capabilities. 

At Adobe MAX, we spoke to industry leaders from Asia Pacific to explore how generative AI is revolutionising work and customer interactions, and what skills we’ll need in a generative AI-powered future. 

Supercharging team creativity and efficiency

Generative AI is transforming how teams collaborate and innovate, allowing them to reach new levels of excellence at an accelerated pace. It’s enhancing their capabilities, helping them streamline routine tasks and achieve more in less time.

According to Ravi Chandran, Senior Director at digital-first life sciences commercialisation business Indegene, “teams now have a new assistant” bringing greater speed and efficiency.

In addition to this newfound speed it’s also boosting creativity, offering boundless possibilities to generate content at scale. Generative AI empowers teams to approach new ideas with a fresh perspective, leading to a broader range of innovative concepts and pathways.

Norman Pelaez, Design Lead at Australian retailer Woolworths Group’s in-house agency Greenhouse Collective, says generative AI frees his team to create “more meaningful and purposeful content for our customers.”

Next-gen customer experiences

With generative AI, brands can make crafting premium content that attracts and engages customers easier.

Alex Needs, Partnerships & Strategy Director of News and Current Affairs at Australian media brand Nine says, “when it comes to creativity, generative AI opens up a new world of endless possibilities, allowing our original premium content to be distributed to new audiences at speed and scale. It sets a higher benchmark for creativity and viewer engagement.”

By unlocking the ability to produce content at unprecedented speed, brands can focus their creative energies on crafting experiences that resonate deeply with customers.

 However, successfully creating these experiences will depend on how well brands can integrate generative AI into their processes.

The skillset for tomorrow’s creatives

In a future shaped by AI, adaptability and creativity are paramount. Even with the right tools at your disposal, you still need to start with a great out-of-the-box idea.

According to Ravi Chandran, ‘a key thing will be how we train our teams. We need to make them tool aware, and more importantly, we need to make them aware of how to use prompt engineering.’

A willingness to try new approaches, refine techniques, and learn from successes and failures will help teams interact with generative AI and leverage its potential to enhance the creative process.

“This is a really great time for people to play in the playground… It’s like we’ve just been shopping, and we’ve been able to say yes to everything and now we’ve got everything home. We need to know what to do with them,” says Needs.

The opportunities presented by generative AI are endless. Discover your toolkit for creating the future with Adobe Firefly, Adobe Firefly integrated with Adobe Express, Photoshop, and Illustrator

You can hear more from Adobe on this topic at JuiceIT 2024, Australia’s largest IT Solutions and Services conference. Register here